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Leading Us

Over the last 25 years, the management team at Us have worked in complementary parts of the digital ecosystem and supported hundreds of blue-chip companies to create transformation at scale. Their shared vision for Ai is that it should be used to empower businesses and people to develop better online conversations.

Connecting companies with social, and global causes, and partnering with the best technical expertise to create genuinely groundbreaking experiences.

Founder & Managing Director

Matt Groves

What this bloke doesn’t know about leading people and companies to successful outcomes, probably isn’t worth knowing. Some call him Winston Wolfe!

For over 20 years Matt has been transforming businesses through exec board level and leadership roles at some of the biggest names in Advertising, PR and Design in the UK & North America. Including Saatchi & Saatchi and Fallon, Goodby Silverstein, Unit 9, Mother, Edelman and This Place.

He fosters technical innovation, creativity and operational best practice in a multi-channel, connected world.  Matt draws down on his unique experience to help deliver big while returning revenue and growth.

Matt lives in East London with his family and two rescue cats, Gingerman & Southpaw (He’s into boxing!).

Matt Groves
Pete Trainor

Founder & Strategic design lead

Pete Trainor

Pete Trainor is an author, behavioural designer, technologist, accidental polymath, mental health campaigner and co-founder of Us. He talks all over the world on creative & social technologies, data, artificial intelligence and the physiological & psychological effects on their audiences.

His recently published, bestselling, book, “Hippo – Human Focused Digital” takes a philosophical look at technology and design, challenging us to look inwardly at the self when designing future technologies.

Pete regularly appears in UK national and international press as an analyst on emergent technologies, and tech markets, and also chairs the Ai Think Tank for The British Interactive Media Association.

He was recently voted, by the industry, as one of the 5 most influential people in the British digital industry in Econsultancys 2017 industry report.


Nick Burns

Nick has been a pioneer in business for over 25 years. He created and led Bluefin Corporate Consulting, a new challenger brand in the sector. He then led the merger of Bluefin with Capita Hartshead to create Capita Employee Benefits which is now the world’s largest UK–owned Employee Benefits organisation.

As we see the acceleration of technological advancement, and generational differences, its time to figure out how humans can not only live with, but prosper, hand in hand with technology across different generations. Us Ai are at the very forefront of that movement.

In 2019 Nick joined Us Ai as special advisor to the board. 

Nick Burns

“Ai is neither good nor evil. It’s a tool. It’s just a technology for us to use.”

We have a series of pillars that we run our core business around;

  • Maintenance of high ethical standards in external and internal relationships, which we believe is essential to maximum success for both the clients, and our business.
  • All the decisions we make should be based on facts, objectively considered—what we call the fact-founded, thought-through approach to decision making.
  • Our business is kept in adjustment with the forces, and advancements at work in the Ai industry.
  • Our People are judged on the basis of their performance, not on personality, education, or personal traits and skills. We want to create a level-playing field where merit is rewarded. We administer the business with a sense of competitive urgency. That is to say, we keep our eye on the compeitition, but we tend to move our work more in favour of technological advancements in Ai, than what our peers are doing with their businesses. This ensures we’re contemporary for our clients, rather than playing me-too with other companies in the field.

Simplifying Ai.

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